ITV has lost millions of pounds in advertising since Phillip Schofield’s affair scandal rocked the broadcaster.
This Morning’s main sponsor, car dealers Arnold Clark, announced they would not be renewing their mega-money deal.
The crisis has left the show’s staff fearing for their jobs if it is axed.
A source said: “Brands do not feel ITV is a safe bet at the moment.”
Pictures of Schofield were removed from ITV studios yesterday as bosses tried to airbrush out his scandal in a desperate bid to save This Morning.
Show insiders said all traces of Schofield, 61, and his career were being torn down by order of editor Martin Frizell so it will be “like he never existed”.
A source said: “All traces of Phil and his career are being stripped out of the This Morning studios and from ITV’s base in White City.”
They added Mr Frizell had kept the pictures up at the West London studios out of respect after Schofield’s sudden departure days before, “but after the star’s statement on Friday, he wants them gone”.
It comes as ITV has lost millions of pounds in sponsorship deals since the presenter admitted lying about his affair with a teenage runner who worked on the show.
Arnold Clark said its existing multi-million pound sponsorship will end this autumn as planned and will not be renewed.
Its statement they said: “Our existing sponsorship of This Morning will end this Autumn as planned.”
We told ITV executives about Schofield’s relationship with the young man back in 2019.
At the time they dismissed the allegation as “malicious gossip”.
But since Schofield confessed he lied about his affair with the “star-struck” teenager on Friday, senior executives have been locked in crisis talks in a desperate bid to limit the damage.
Amid losing seven-figure sponsorship sums, the team is battling to pull the show back from the brink and save the production crew’s jobs after calls for it to be axed.
A source said: “There is a lot of speculation about This Morning’s future and some staff are concerned about their jobs.
“Phil’s admission of deceit has plunged ITV into a crisis which it has never been faced with before. It is widely known internally that they have lost over £2million in sponsorship deals since Phil’s affair became public.
“Arnold Clark, who are the main sponsors of This Morning, are also reconsidering their position.
“Brands do not feel ITV is a safe bet at the moment.
“ITV are doing all they can to claw back control — but it will not be an easy task.”
This Morning confirmed yesterday that today’s show would go ahead as planned, with Alison Hammond and Dermot O’Leary standing in.
It said the programme’s future “is not under review and there’s no plans for the show to be axed”.
Main presenter Holly Willoughby — who spoke this weekend of her upset at being “lied to” by Phil — will not return until next Monday.
But plans for This Morning to go on as normal have been made difficult by Schofield’s admission.
Our source continued: “Guests have been dropping out left, right and centre. It is like a house of cards that is crumbling. The atmosphere is very much that of ‘Keep calm and carry on’, but it’s going to be a difficult week. This Morning is seen as toxic right now and people do not want to be associated with it.”
The Sun revealed yesterday how one long-standing presenter had drafted their resignation letter.
Now bosses are expected to speak with their roster of presenters, including Holly, to allay concerns.
Schofield, who is believed to be lying low in Cornwall close to where his mother Pat lives, issued an apology on Friday after admitting he had covered up the affair with the runner — who he first met when the lad was just 15.
He apologised for lying to his wife of 26 years, Stephanie, about the relationship and confirmed he had lied to ITV, his talent agency YMU and his colleagues.
ITV and YMU immediately cut all ties with Schofield. In a statement, ITV said: “Phillip made assurances to us which he now acknowledges were untrue and we feel badly let down.”
The Sun first told ITV of concerns about Schofield’s relationship with the staffer — who is over 30 years his junior — more than three years ago.
At the time, we told how there was an “open revolt” between ITV daytime staff and producers over the star’s closeness with the young man, who dreamed of being a television presenter.
They worked together on This Morning, where their relationship became romantic.
After it soured, the man was moved to the Loose Women show before eventually leaving ITV. After The Sun took the concerns of ITV staff to the broadcaster, it issued a statement dismissing the story.
It said: “It’s deeply disappointing and unfair for Phillip to be the target of this sort of malicious gossip. Phillip is a much respected broadcaster and colleague and this is absolutely not a description of This Morning that we recognise.”
The Sun was also told the runner had been “promoted” on to Loose Women and that nothing untoward had happened. The day after Schofield’s confession, ITV issued another statement, insisting it had investigated the claims in 2020, but had found no supporting evidence.
The day after Schofield’s confession, ITV issued another statement, insisting it had investigated the claims in 2020, but had found no supporting evidence.
Its statement said both Phillip and the young man “repeatedly denied the rumours”.
It added: “Phillip’s statement reveals that he lied to people at ITV, from senior management to fellow presenters, to YMU, to the media and to others.”
ITV boss Kevin Lygo denied that mistakes were made.
When approached, he defensively responded: “Honestly, we’ve made a statement. I think it’s all clear.”
Asked if ITV had mishandled the probe, Mr Lygo responded: “No.”
Yesterday, it was reported Schofield had hired a top law firm for his former lover in a bid to protect him in light of speculation about their relationship — which began after The Sun laid bare his secret on-screen rift with Holly.
But the young man told his legal team the truth — forcing Phil to make his admission.
ITV said: “No sponsors have pulled out of ITV.”
